Ice hotel is a most recent concept in the tourism sector and it is getting popularity across the globe. To define, an Ice hotel is a temporary hotel made up of snow, sculpted blocks of ice, and some steel framing (The ice hotel of Sweden)…
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The ice hotels belong to the category of destination hotels as they arrange many attractive features for travelers and other tourist who are interested in some unusual entertainments. The ice hotels are promoted by some sponsors with intent to offer special entertainment experiences to customers. The ice sculptures increase the attractiveness of hotel lobbies; and the nature of circumstances decides the type of foods and beverages supplied. The temperature inside an ice hotel is 17 to 23 degrees Fahrenheit (-5 to -8 degree Celsius) which offers an exceptional experience to the tourists. Since the ice melts in the sunlight, ice hotels require to be reconstructed every year. The most prominent feature of an ice hotel is that its walls, fixtures, and fittings are completely made up of ice. Colorful light settings make “the structures look more like magical snow castles than frigid artic dwellings” (Srinivasan, 2008). Generally, ice hotels are built beside rivers in order to maintain freeze. It would take five to six months for building an extensive, large capacity ice hotel. The emergence of ice hotel concept has surpassed the resort and other cottage trends. Moreover, transformation of a night into a day would create sheer exhilaration for the ice hotel visitors. The world’s first ice hotel was built in Sweden. c) Competitiveness of the ice hotel industry in China Since the ice hotels are built seasonally and disappear after a certain period, it gets world wide popularity. The increasing demand for ice hotels may persuade the sponsors to bring forth future modifications to this concept. The ice hotels can mitigate the intensity of the atmospheric condition like global warming (explorra). Moreover, since this concept does not hurt the environmental balance, it would not face legal or other political challenges. Before implementing the ice hotel project in China, it is necessary to conduct a detailed market study in order to get a clear view regarding the potentiality of the project in the country. It would be better to choose SWOT analysis for this purpose as it covers all relevant aspects of market. Strengths The novelty and increased market demand for the ice hotel concept found to be the most potential strength with this project. Since the ice hotel concept filmed in James Bond’s Die Another Day movie, this innovative concept has been getting world wide popularity. Similarly, the location of the business is other strength to the project since China is world’s largest market. Since China is a highly- populated country, the Australian hotel chain can take business advantages of this feature. The rampant technological development in China would also contribute to this business concept. Weaknesses Since the ice hotel is a new concept, the parent firm would lack marketing expertise; and hence the management may fail to attract more visitors. A series of difficulties may arise during the implementation of the process if the project team is unaware of the technical aspects of the concept. Moreover, the management team may also face troubles with deploying experts in ice hotel construction. Opportunities Modern facilities like information technology rampantly grow in China. The internet would largely assist the project team to deal with various phases of the project. It has been identified that internet is the one of the best platforms to effectively market a new concept. The ice hotel concept in China may get numbers of potential strategic alliance offers from other big hotel operators in Chin. An integration process would greatly aid the Australian hotel management to successfully market its concept among Chinese people. Moreover the absence of a potential competitor in china would also largely contribute to this
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